Habit targets march madness with fresh campaign

Full-service creative agency Barrett Hofherr and media agency Exverus have unveiled the first campaign for Habit Burger & Grill under the brand’s “Fresh Like That” platform, positioning freshness as both a product attribute and a brand attitude.

The multi-channel push introduces a new brand world for Habit, anchored in the message that “you either Habit or you don’t,” and aims to differentiate the chain in a competitive fast-casual market.

Building a brand world around freshness

The hero spot, “Float On,” presents the “Fresh Coast,” a stylised, sunlit setting where food and lifestyle cues reinforce the brand’s focus on freshly prepared ingredients. The creative draws directly from menu items, including hand-prepared ranch, fresh avocados and tempura green beans.

Todd Eisner, Executive Creative Director, Barrett Hofherr: "A lot of brands say “fresh”. But Habit actually is – they use fresh avocados and make their ranch by hand daily. Their most popular side is tempura green beans. So we actually drew inspiration straight from the menu to take a different approach.”

The campaign runs across connected TV, online video, social, digital out of home, display and search. Media investment prioritises California, with additional national reach through premium CTV platforms including Hulu, Peacock and Paramount+, as well as placements around March Madness.

Balancing brand and performance

Exverus developed a media strategy designed to support both long-term brand equity and short-term sales in key western markets.

Georgia Schreiner, Media Director, Exverus: "This spring, we’re balancing brand equity-building for Habit across the country with driving immediate store sales in its key western markets. The campaign’s colorful, sunny creative reinforces Habit’s southern California roots while expanding the freshness to new audiences.”

The launch coincides with an evolution of Habit’s visual identity, developed in parallel with the campaign to ensure a consistent rollout across touchpoints.

Jack Hinchliffe, Chief Marketing Officer, Habit Burger & Grill: "We believe our freshly cooked menu and fresh ingredients set us apart. We prepare our food with fresh ingredients, so it tastes great and is something our guests can feel good about. That commitment is why we’re growing traffic and winning awards. This campaign shines a light on guest favorites like the Santa Barbara Char, our Tempura Green Beans, and our signature house-made ranch. And behind every fresh meal is a team member putting care into every step, every day. Their dedication to freshness is what keeps guests coming back.”

Further activations are planned throughout the year, including a National Ranch Day initiative and a new location at Dodgers Stadium’s Centerfield Plaza.

www.habitburger.com

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